Customer Marketing Manager

gsknch; Helsinki; On-site; EUR 53,000 - 73,000; Full time

Job summary

Haleon in Helsinki is seeking a Customer Marketing Manager to translate global strategy into local activations, driving penetration and value for customers and consumers. The role bridges brand and sales, delivering omnichannel activations and best‑in‑class in‑store execution.

You will localise shopper toolkits, build activation calendars, and partner with Sales, Brand, Category and agencies to turn plans into measurable results.

Qualifications

• Min. 3 years track record in a shopper/customer marketing role from the FMCG industry.
• Fluent in Finnish and English.
• High execution‑orientation, with strong project management skills and attention to detail.
• Enjoy working cross‑functionally and confidently partner with Sales, Marketing, ComEx and external agencies.
• Commercial mindset, with a strong understanding of retail dynamics and shopper behaviour.
• Balance creativity with structure, data, and performance tracking.
• Strong presentation & influencing skills.
• Managing budgets and multiple initiatives in parallel.

Responsibilities

• Translate brand and category strategy into winning customer activation, adapting it to local retail realities and priorities.
• Lead the localization and development of trade stories in close collaboration with Category Management and KAM team.
• Act as the shopper marketing specialist towards retailers, contributing actively to joint activation planning.
• Localise global and regional shopper toolkits, applying deep consumer, shopper, and customer insight to maximise relevance and impact.
• Lead, manage, and execute shopper marketing activations across the full shopper journey. Build and deliver activation calendars that are fully embedded in brand plans with clear links to investment, ROI, and incremental value.
• Track and evaluate activation performance against objectives driving continuous learning and optimisation.

Skills

Shopper marketing

Project management

Budget management

Stakeholder collaboration

Retail dynamics understanding

Education

Bachelor's degree

Job description

Welcome to Haleon. We're a purpose-driven, world-class consumer company putting everyday health in the hands of millions. In just three years since our launch, we've grown, evolved and are now entering an exciting new chapter - one filled with bold ambitions and enormous opportunity.

Our trusted portfolio of brands - including Sensodyne®, Panadol®, Advil®, Voltaren®, Theraflu®, Otrivin®, and Centrum® - lead in resilient and growing categories. What sets us apart is our unique blend of deep human understanding and trusted science.

Now it's time to fully realise the full potential of our business and our people. We do this through our Win as One strategy. It puts our purpose - to deliver better everyday health with humanity - at the heart of everything we do. It unites us, inspires us, and challenges us to be better every day, driven by our agile, performance-focused culture.

About the role

As Customer Marketing Manager, you play a critical role in bringing our category and brand strategies to life at customer level. You translate global and cluster direction into powerful, locally relevant activations that drive penetration, growth, and value-both for our customers and consumers.

This role bridges brand and sales to deliver impactful omnichannel activations, best‑in‑class in‑store execution and strong retailer engagement.

You will own the localisation and delivery of shopper toolkits, shaping best‑in‑class activation calendars that show up strongly in physical and digital retail environments. Grounded in shopper and customer insight, you ensure that every activation is purposeful, insight‑led, and executed with excellence.

You will work closely with Sales, Brand, Category, and Commercial Excellence teams, as well as creative and production agencies and relevant professional associations. This is a role for someone who enjoys making things happen, managing complexity, and turning plans into visible results.

The role sits within the Nordic Commercial Excellence (ComEx) organisation and reports to the Nordic Customer Marketing Lead.

Key responsibilities

• Translate brand and category strategy into winning customer activation, adapting it to local retail realities and priorities.
• Lead the localization and development of trade stories in close collaboration with Category Management and KAM team.
• Act as the shopper marketing specialist towards retailers, contributing actively to joint activation planning.
• Localise global and regional shopper toolkits, applying deep consumer, shopper, and customer insight to maximise relevance and impact.
• Lead, manage, and execute shopper marketing activations across the full shopper journey. Build and deliver activation calendars that are fully embedded in brand plans with clear links to investment, ROI, and incremental value.
• Lead and manage consumer/shopper events such as chill tests in close collaboration with Brand Manager
• Manage customer/retail media planning, purchasing and asset management in close collaboration with sales and d-com team, ensuring consistency, quality and effectiveness across touchpoints in-store & online.
• Track and evaluate activation performance against objectives driving continuous learning and optimisation.
• Manage the customer marketing budget, including phasing, follow‑up, and value delivery.
• Support and participate in customer and industry events across relevant channels.
• Collaborate closely with creative and production partners, ensuring speed, quality and cost efficiency.
• Ensure that all activities comply with legal and ethical requirements and are in line with corporate governance and code of conduct policies.

Qualifications and skills

Essential

• Min. 3 years track record in a shopper/customer marketing role from the FMCG industry
• Fluent in Finnish and English
• High execution‑orientation, with strong project management skills and attention to detail
• Enjoy working cross‑functionally and confidently partner with Sales, Marketing, ComEx and external agencies
• Commercial mindset, with a strong understanding of retail dynamics and shopper behaviour
• Balance creativity with structure, data, and performance tracking
• Strong presentation & influencing skills
• Managing budgets and multiple initiatives in parallel
• undefined

Preferred

• Bachelor or university degree
• Strong project management skills and ability to run several projects in parallel
• Strong drive for learning, developing and innovating
• Digitally savvy
• P&L thinking and commercial acumen

EUR 53 422,00 - EUR 73 455,80

The salary range for this position is indicative and provided as a guide. The final offer may vary depending on factors including relevant experience, skills, qualifications, and internal equity considerations. Further details regarding the total reward and benefits package will be shared during the recruitment process. Salary ranges may vary by location in line with local market conditions and applicable pay transparency regulations.

Compensation information is shared for the primary l